A signboard featuring a torn wedding photograph and the caption, ‘It just didn’t work out’, has gained widespread attention, its agent has said.
David Wood, principal at Ray White Morisset, NSW, is the selling agent for the vacant lot which is being put to auction later this month.
“I wanted something that was out of the box,” he told Real Estate Business. “It was a divorce sale, both parties agreed with it and it was a good way to attract attention to the property.”
Mr Wood believes the signboard has done quite well considering the property being sold.
“It’s a vacant block of land, so there’s not a lot you can put on a signboard that will attract any attention," he said.
“We had people ringing up asking about it, even if they weren’t interested in buying the land. They were interested in the story behind the advertisement.”
And while he claims both parties agreed on the sign eventually, Mr Wood still had to bring up his idea to the recently divorced couple.
“I just asked them, it’s only marketing," he said. "I came straight out with the idea and it just so happened they both liked it. They both knew their relationship was over and they needed to move on, and they were comfortable with that when I brought it up.
“It makes it quite clear that there is a motivation to sell, and it’s a genuine sale. So it has achieved its goal in that respect.”
Like Rob Caruso from Perth Property Solutions and his creative copy, Mr Wood believes out-of-the-box advertisements are the only way to stand out.
“I look at other forms of advertising and see how I can adapt that to what we do," he said. "I’m always looking for marketing ideas that are out of the box. We’ve used a few stock photos in the past that were a little bit ‘out there’ in a situation like this.
“We had a photo of a bald bloke holding a bottle of shampoo with the caption, ‘He doesn’t need it anymore’ before, so this isn’t the first time we’ve had fun with our signboards.”